When Typhoon Haiyan (Yolanda) struck the country a month ago, it left a trail of dead bodies, fallen trees and damaged structures. After the typhoon’s impact became all too gruesome for the human mind, the international community started donating sums of money and relief items for the victims of Haiyan. And ABS-CBN was among those who came to the rescue.
Days after Haiyan left the country, ABS-CBN launched their charity shirt bearing a fish-like symbol and the phrase ‘Tulong Na, Tabang Na, Tayo Na’. The shirts became available at the ABS-CBN Store in the network’s Quezon City headquarters last November 12, and was later sold online through Shopinas.com and at Ayala Malls in the country. It was also sold during various ABS-CBN-sponsored events such as mall shows.
The ‘Tulong Na’ shirt became an immediate hit thanks to its cheap price (P250) and strong message, not to mention additional publicity thanks to 30-second ads, a telethon, and television programs featuring ABS-CBN personalities. And last November 16, the Kapamilya network held a benefit concert at the Smart Araneta Coliseum, with the shirt being given for free to ticket buyers.
The said concert from November 16 was such a success that another concert was held at the same venue last December 10, again with the ‘Tulong Na’ shirt distributed along with the tickets. ABS-CBN typically holds a Christmas concert at this time of the year, but on this night, the concert was about raising hope and prosperity to the victims of the typhoon. The concert entitled ‘Kwento ng Pasko: Pag-asa at Pagbangon’ will be aired in a two-part special this weekend on ABS-CBN.
In many ways, the popularity of the ‘Tulong Na’ shirts capped off a successful year for ABS-CBN. With top-rated programs outplaying the opposition almost every day, and with more potentially successful programs in the works, the Kapamilya network is definitely poised for bigger things this 2014.